RA

First look at this ad: http://youtube.com/watch?v=ljsX3I7xUu0

This advertisement is claiming that John West Salmon is the best salmon, therefore you should eat it. Its audience is people who like to eat salmon. Its target is people who are looking for the best and appreciate fresh quality salmon. It creates its credibility in a commical way. First it says that the bears catch the tastiest and most tender salmon, which is true in real life. Then they get a man dressed up as a professional fisherman also producing ethos. They create comical credibility that they are willing to fight a bear to get the best fish possible. They also only took one fish, which means they are hand picking the best fish too. This commercial also targets our emotions, obviously by being funny. The fact that a bear and a fishermen are fighting like the three stooges makes you remember the add more then if they were to tell you in a boring fashion why their salmon was the best. We also feel the fisherman’s pain. They even say, “John West endures the worst to bring you the best.” They want you to know how hard it was to get this. This is either to feel sorry for the fishermen, or to see the value and sacrifice it took to bring you the very best.